Connecting With Consumers

Transparency and Agri-TourismTransparency and Agri-Tourism Jon Hoek tells the background of Belstra Milling Company and its involvement in the Fair Oaks Pig Adventure. Mr. Hoek shares there is a paradox: Mandates for expedited timelines for perceived animal welfare gains may actually cause fatal unintended consequences for the pig. And this may be a tactic by activists to exploit the animal and question the ethical / moral validity of animal agriculture altogether. His challenge to pork farmers: Create courageous solutions to connect with consumers and be transparent.